The way Microsoft is going they’ll soon be giving the Xbox 360 away with milk. Sony, on the other hand, has no such plans.

And that, we’re afraid to say, is the official word attributed to Sony Corp’s Chief Financial Officer, Noboyuki Oneda. Speaking to investors recently he loftily commented: “Our strategy is not to sell more quantity for PS3 but to concentrate on profitability. Our plan is not to reduce the price.”

All of which illustrates pretty clearly what he thinks about his rival’s current tactics – indeed, the 360 is on the verge of yet another price cut as early as this weekend, if current rumours come to fruition (and we reckon they will!).

So make of all that what you will. But isn’t the best route to profitability having an attractive hardware price point and a fulsome catalogue of absolute must-have games? It certainly hasn’t done Nintendo any harm, and didn’t PS2 sales really go into overdrive when the price was finally reduced to suit Ma and Pa Mainstream last generation? Maybe Mr. Oneda needs to rethink his strategy, and soon...